The Art Of Creating Desire Deserves A Little More Imagination
By Kenneth Richard
Somewhere along the way, I fear fashion storytelling has lost a little of its nerve.
The great campaigns once had the audacity to make us feel something. They were provocative, romantic, occasionally uncomfortable, and sometimes wonderfully absurd. They sparked conversations. They didn’t simply present a collection. They offered an idea that could stay with us for years. (Like Steven Meisel’s 2006 Dolce & Gabbana campaign illustrated here.)
The best campaigns don’t merely echo the runway. They hold up a mirror, revealing desires we didn’t even know we had.
Today, too much creative communication seems content to show us what we already know. Beautiful people wearing beautiful clothes, beautifully photographed. All perfectly agreeable. And rather forgettable.
I wonder how much of this comes from the sheer volume of imagery we’re producing. Has data begun to replace intuition? Has the desire to please everyone quietly eliminated the possibility of surprising anyone? There’s certainly no shortage of talent, technology, or money. Yet the imagination and drama that once defined great fashion campaigns seem increasingly difficult to find.
And even when something wonderful emerges, we barely give it a chance.
Fashion will spend six months creating a campaign and give us less than six seconds to remember it.
Before the imagery has had time to register, another collaboration, celebrity appearance, or initiative arrives demanding our attention. The original campaign quietly disappears, often before it has reached much of its intended audience.
We’re remarkably good at keeping ourselves busy. Whether we’re making anyone want something is another question.
I’d rather see a house invest more imagination, money, and conviction in one remarkable campaign, then support it with the reach and repetition it deserves, than scatter those resources across a succession of forgettable initiatives. The ambition shouldn’t end when the photographer puts down the camera.
And the people capable of making this happen are very much here. Photographers, art directors, advertising creatives, stylists, and image-makers who care deeply about their craft and understand the emotional power of the fashion dream. They have the ideas, the intuition, and the willingness to challenge convention. And the best among them know how to make an idea stay with us.
What they need are houses prepared to trust them, encourage their imagination, and put real resources behind their work. Not every idea will be comfortable. The memorable ones rarely are.
As the Spring 2027 campaigns prepare to make their debut, I’d love to see more creative courage, followed by the commitment to make sure that courage is actually seen.
Fashion doesn’t need another campaign next week. It needs a campaign we’ll remember next year.
Warm regards,
Kenneth Richard
Chief Impressionist